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INTERPRETATION An ongoing process by which customers make sense of or determine the meaning of important aspects of the physical and social environment as well as their own behaviors and internal affective states 3

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Inferences Beliefs or knowledge that are not based on information directly present in the environment. Inferences are heavily influenced by consumers’ knowledge that is activated during comprehension. COMPREHENSION 13

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Aspects of the Cognitive System 1.Interpretation involves interactions between knowledge in memory and information 2.Activated knowledge influences how consumers attend to information and comprehend its meaning 3.Consumers can consciously attend to and comprehend only small amounts of information at a time 4.Much attention and comprehension processing occurs quickly and automatically with little or no conscious awareness 16